A brand community is a group of people who have a sense of loyalty to a particular brand, product, or service. It’s not the same as a customer base.
A brand community doesn’t have to be limited to or defined by customers. A brand community can be anyone who pays attention to your company or knows someone who has had direct experience with it.
You want to strengthen that bond because when people are loyal to your brand, they’re more likely to use it in the future. They’re more likely to recommend it to their friends, share it on Facebook or Twitter, and so on. And when people spread the word about your product, that makes it easier for other people to learn about it. Brand community members also have an easier time finding and hiring employees who are like them and can do their type of work.
Pamper your community with rewards programs
A community is a lot like a garden. If you plant the seeds and nurture them, they grow. But with so many other things demanding your attention—customers, products, development, marketing—it can be difficult to keep your community thriving.
However, there is something that can help: rewards programs .
A good rewards program can motivate people to engage with your community. This can mean encouraging users to help each other out, or encouraging them to share their knowledge and expertise with the wider community.
The most influential rewards and incentive programs have these things in common:
- Customers should see rewards as something brand community valued and relevant to them.
- Rewards also need to be perceived as fair and attainable. After all, if customers believe they won’t be able to earn the reward because there are too many conditions or too much effort on their part, they won’t participate at all.
- Finally, rewards must be creatively designed, clearly communicated, and consistently promoted to customers. This is especially true for companies with loyalty programs that require some active participation from the customer.
Recognize and reward behaviors that support your company’s goals
Behaviors, both good and bad, are rewarded from the moment we are born. As children, we learn to share if we are rewarded with praise. We learn not to run out into the street if we are scolded.
The science behind these rewards is called behavioral economics. Behavioral economists and psychologists break down how humans respond to two types of rewards: intrinsic and extrinsic . Intrinsic rewards are things like seeing a friend smile dominican republic telemarketing brand community when you give them a gift (feeling happy), or knowing that you’ve given your customers an improved experience (feeling proud). Extrinsic rewards are things like receiving. A cash bonus for working overtime (money) or receiving a trophy for winning first place in a race (praise).
To be effective in changing behavior, these rewards must be
- Immediate
- Publicly recognized
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Improving customer satisfaction with digital rewards programs
Improving customer satisfaction with digital rewards programs is a great way to increase customer engagement and loyalty. It helps keep customer satisfaction high by:
- Make it easy for customers to redeem rewards. Providing build your landing page in less than 10 minutes with hubspot cms hub an online redemption portal allows customers to track their rewards and select and redeem them at their convenience.
- Keep rewards interesting and fresh so that customers are always motivated to earn and spend them. You can do this by adding new rewards on a regular basis. Or by varying the types of rewards available (for example, gift cards one month belize lists and the opportunity to donate your rewards to causes your community is committed to). Varying your offerings will help build interest in your program and keep it fresh.
- Choose relevant rewards that appeal to your customer base, from in-store purchases, credit card rewards, or donations to causes your community is committed to.